This document discusses using paid search to build an international business. It recommends localizing marketing by optimizing websites for other languages and cultures, and simplifying the choice of global advertising platforms by leveraging Google and Facebook's dominance internationally. Case studies show how targeting expats and a non-branded German search strategy helped a client grow their non-UK revenue from 2% to 6% over two years by proving the business case for an international expansion. The key takeaways are to take an incremental approach, localize marketing, and work with experts to support the strategy.

1. Using Paid Search to build your international business Sri Sharma, Managing Director October 2011

2. Net Media Planet The PPC People Award-winning paid search agency helping ambitious clients maximise the potential of their online marketing

3. A sample of our clients We have a wide portfolio of clients across multiple industries and geographies

4. 4 “UK disposable income drops 7.9% year on year”Source: Asda Income Tracker (September 2011) “UK Economy slowed to 0.2% growth”Source: ONS, GDP (Q2 2011) “UK economy represents 2.98% of the World economy”Source: EconomyWatch (2010)

5. Ecommerce Sales in Western Europe are rising faster than in the UK 5 B2C Ecommerce Sales in Western Europe* Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions

6. Customer Competitors Regulatory & compliance Operations International expansion challenges x no. of Markets

7. Drive incremental international revenue Build the international expansion business case

8. Simplify your choice of global advertising platforms

9. Google own 90% of the search market globally Global Search Engine market share Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia

10. Google own 98% of the mobile search market globally Global Mobile Search Engine market share Source: StatsCounter Global Stats (July 2010) via Econsultancy,

11. Facebook dominates the global social network market Social map of the world Source: Vincos.it (June 2011)

12. Localise your marketing

13. On-site localisation improves conversion rate 13 Conversion Rate Indexed 1.0 1.2x 1.7x English language site in £ Local language bridge page with English site Localised site & currency Source: Net Media Planet clients

15. 15 + 25% CR “Autumn collection out now” “Fall collection out now” Message localisation Even across English speaking countries Source: Net Media Planet (Retail)

16. Localisation in Germany Keyword Rich Germanic vocabulary - ensure the long tail is covered Messaging German culture of quality - descriptive messaging encourages trust German culture of planning - promotions messaging scheduling On-site German culture of quality - rich descriptive content encourages trust Concerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery

17. Drive incremental revenue

18. Source: Net Media Planet (Retail Client)

19. Successful strategy Targeting Expats

20. Results... Non UK revenue grew from 2% to 6% in 2 years Business case proven to launch German brand and website

21. Build the international expansion business case

22. P&O Ferries DE Objectives in 2005: Gain strategic insights Expand brand awareness Improve direct response

23. Non-branded Paid Search strategy

24. Brand awareness grew through Paid Search Brand impressions over time Brand impressions Years

25. Top 3 Takeaways... Take an incremental approach Localise your marketing Call on experts to support your strategy

26. Thank you Contact: sri@netmediaplanet.com 0203 008 8321 Twitter: @netmediaplanet @srisharma Blog: netmediaplanet.com/blog What topic would you like covered at the next seminar?